“I know. But does it ever move you to get what you don’t want?”
“Never; and I should be glad to know what your author thinks of that sort of advertising: the literary, or dramatic, or humorous, or quaint.”
“He doesn’t contemn it, quite. But I think he feels that it may have had its day. Do you still read such advertisements with your early zest?”
“No; the zest for nearly everything goes. I don’t care so much for Tourguenief as I used. Still, if I come upon the jaunty and laconic suggestions of a certain well-known clothing-house, concerning the season’s wear, I read them with a measure of satisfaction. The advertising expert—”
“This author calls him the adsmith.”
“Delightful! Ad is a loathly little word, but we must come to it. It’s as legitimate as lunch. But as I was saying, the adsmith seems to have caught the American business tone, as perfectly as any of our novelists have caught the American social tone.”
“Yes,” said my friend, “and he seems to have prospered as richly by it. You know some of those chaps make fifteen or twenty thousand dollars by adsmithing. They have put their art quite on a level with fiction pecuniarily.”
“Perhaps it is a branch of fiction.”
“No; they claim that it is pure fact. My author discourages the slightest admixture of fable. The truth, clearly and simply expressed, is the best in an ad.
“It is best in a wof, too. I am always saying that.”